Her Netflix lifestyle show, With Love, Meghan, may have failed to impress, but it appears this setback has done little to derail the Duchess of Sussex’s plans to expand her brand. With her latest venture – believed to be her own make-up and beauty range – Meghan is taking inspiration from pop star-turned-fashion and beauty mogul Victoria Beckham.

Ever since stepping down as a working royal and moving back to the US in 2020, Meghan, 44, has been keen to establish herself in the lifestyle arena. “Meghan has always been strategic when it comes to brand building,” PR expert Dermot McNamara tells OK!. “The US has embraced her as a lifestyle tastemaker and launching a beauty line would be a natural next step. In many ways, she’s channelling the blueprint of women like Victoria Beckham and the Kardashians, who’ve turned their personal image into global empires.”

Last week, rumours began circulating that Meghan is on the cusp of launching what’s been dubbed a “mega-brand” after she was pictured with the business powerhouse behind Kim Kardashian ’s multi-million dollar SKIMS range.

British-born entrepreneur Emma Grede, who has appeared on TV’s Dragons’ Den, shared snaps of the Duchess at a high-profile, all-female dinner summit in Los Angeles, where guests quaffed Meghan’s own As Ever Sauvignon Blanc.

In recent weeks, Meghan has been dropping hints that she’s preparing to dip her toe into the world of beauty, posting clips of herself applying lipstick – but with the brand name concealed. Dermot says it’s a savvy move to drip-feed beauty content to the public.

“By doing her own make-up and showing it online, she’s repositioning herself as relatable, hands-on and creative, all traits that resonate with beauty audiences in 2025,” he explains. “Fans buy into personality as much as product and Meghan is taking ownership of both.

“From the blurred product shots in her reels to references to her ‘signature glow’, she’s clearly positioning herself as a self-made entrepreneur rather than a royal adjunct. It’s smart, modern and completely in tune with the American consumer.”

While the Duchess’s TV ventures have tapped heavily into her royal connections – notably husband Harry, 41 – sources say the mum of-two is eager to go solo with her business projects.

“She’d love for Harry to be involved in whatever she’s doing, but that’s not how it’s played out, so this is something she’ll have to do by herself,” a source tells OK!. “She’s prepared to go it alone and will stop at nothing to make a success of As Ever.”

Meghan set the wheels in motion for her latest business idea more than a year ago, when As Ever registered a trademark application with a view to marketing “skincare, cosmetics and fragrances”.